We always have a 'wish list' on the fridge. It allows the kids to plan ahead, see what was a passing fancy, and provides ideas for Christmas and Birthdays. The list helps distinguish between needs and wants.

Although my kids 12, 9,6 grew up with a lot of media awareness talk, they can double talk, they know they are targeted with colour and flash but they want it anyway. The list helps them create distance from these feelings by buying some time.
Peggy, Ottawa

We don't watch commercial tv...hence no commercials to combat. My 7 and 9 year old don't like commercials they do see the odd time we watch commercial programming; they interrupt the show we are watching. We also don't treat tv like it is an important activity in our house.

We give our kids a small allowance that gives them enough money to buy a small treat each week, or save up to buy something more expensive. Our kids get a tiny lecture before we go shopping about how they don't get a toy every time we go shopping, and if they really want something, they can save up and buy it themselves. It seems so much sweeter when the toy is hard earned.
Jane, Minesing

I hold off on letting my kids watch commercial television as long as possible. It really came home to me how impressionable young kids are to advertising when my eight and five year old had trouble writing letters to Santa because they didn’t feel they needed anything!
Sarah, Saskatoon

My teenagers are really into "brand" name products, so I try to discuss the way products are advertised on TV and in magazines. All ads make kids that they would be more popular and cool if they had certain products. Kids need to realize that material goods don't make the person! 
Peter, St. Catherines